The author recommends having a mission so employees feel like they're working for a greater good. So is this why every job on Hacker News goes something like "Help us change the world of [industry]," where [industry] can be something as banal as t-shirt printing or pizza delivery? If you don't believe me, here are some examples from the jobs board:
Mobile Hacker? Come work with the team that's reinventing farming
SimplyInsured (YC W13) Is Hiring Hackers - Change Healthcare Forever
Homejoy is hiring hackers to change the home services industry
I guess the only way to get smart people to work 60 Hrs a week for low pay is to convince them they are changing the world somehow.